YouTube will improve TV video quality using AI

AI-powered upscaling for large screens

YouTube has announced a major update aimed at improving video playback quality on television screens. The core of this update is an artificial intelligence–based upscaling system that automatically enhances videos with resolutions below 1080p to HD quality. Support for AI-based enhancement up to 4K is expected in the near future, reflecting the platform’s growing focus on large-screen viewing.

According to internal data, over 40% of global YouTube watch time already happens on TV screens, and this figure has been growing at double-digit rates year over year. This shift in viewing habits is pushing the platform to rethink how content looks beyond smartphones and laptops.

Control for viewers and creators

A key change compared to earlier tests is transparency and control. Both viewers and creators will be able to opt out of AI upscaling if they prefer to watch or present content in its original quality. The system will only apply to videos ranging from 240p to 720p, and it will not affect videos that creators have already manually enhanced to HD.

This decision follows feedback from creators, some of whom reported visual artifacts and stylistic distortions when their videos were automatically modified without consent. Industry surveys suggest that nearly 30% of professional creators consider visual integrity more important than raw resolution, especially for cinematic or stylized content.

Broader platform updates and growth metrics

Alongside AI upscaling, YouTube is increasing the maximum thumbnail size from 2 MB to 50 MB, enabling full 4K image support. Interactive previews on the home screen, improved contextual search prioritizing specific creators, and a redesigned “Shows” section for series and playlists are also being rolled out.

From a business perspective, TV viewing is becoming increasingly lucrative. Over the past year, the number of channels earning six-figure revenues from TV-based views has grown by more than 45%, while total watch time for shopping-related videos has surpassed 35 billion hours. These updates aim to strengthen that momentum by making the platform more attractive to both audiences and advertisers.

Content policy updates

In parallel, YouTube is updating its gaming content policies. Starting November 17, videos featuring graphic violence, torture, or mass harm against non-combatants will face age-based and registration-based restrictions. This move aligns with broader industry efforts to balance creative freedom with viewer protection, especially for younger audiences.